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Sony CyberShot DSC-W170

Ralf Jurrien
PMA 2010 Report
Sunday 3rd, February 2008
Posted by: Ralf Jurrien

Sony’s popular Cyber-shot W-Series gains a fresh new look for ’08 with the new Sony CyberShot W170 digital camera that teams fantastic HD image quality with easy-to-use features. Available in a choice of up-to-the-minute colour options, the Sony CyberShot W170 stands out with its clean lines and cool, contemporary looks. Inside the sleek all-aluminium case, the Sony W170 is packed with the latest Sony technology to widen your creative options and guarantee even more fabulous memories. There’s also a top-quality Carl Zeiss wide angle lens with 5x optical zoom. The new 10.1 megapixel Sony Cyber-shot W170 digital camera will be available throughout Europe mid April 2008.

Sony CyberShot DSC-W170

Sony CyberShot W170 - Carl Zeiss wide angle lens
The W-Series range is topped by the 10.1 megapixel Sony CyberShot W170 that sports an extra-large, bright 2.7-inch Clear Photo LCD that offers outstanding resolution (230k dot) and contrast, even when you’re shooting in daylight outdoors. There’s also a top-quality Carl Zeiss wide angle lens with 5x optical zoom. Thanks to its minimum focal length of 28mm (35mm equivalent), zooming out to wide angle lets you squeeze in more of landscapes and group photos without cropping the subject.

Sony CyberShot DSC-W170 digital camera
In a CyberShot first, the Sony W170 now features Intelligent Scene Recognition that takes the guesswork out of selecting the right camera settings in a range of common shooting situations. In Advanced mode, the W170 camera takes two shots - one with standard automatic settings and the other with optimised settings - allowing you to pick your favourite. Other key features include Smile Shutter, Face Detection and Super Steady Shot optical image stabilisation for clearer low-light shooting.

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Sony W170 - BIONZ image processor
The Sony developed BIONZ image processor inside the Sony DSC-W170 powers improved Face Detection technology, now with even faster tracking plus the ability to recognise faces that are further from the camera. In addition, Face Detection can now distinguish automatically between children and adults, adjusting exposure, skin tone and red-eye reduction for great portraits with any subject.

Sony Cyber Shot DSC-W170 - Smile Shutter
Another Sony first, Smile Shutter waits until the subject smiles before firing the shutter to ensure happy faces in every frame. A new Smile Level setting lets you fine-tune the threshold before a picture’s taken, from a gentle smile to a huge grin.

Sony CyberShot DSC-W170

Sony CyberShot W170 - D-Range optimiser
Also powered by the BIONZ processor, the D-Range Optimiser automatically adjusts exposure and contrast for natural-looking results. It’s highly effective with strongly backlit scenes where there’s a risk of losing high- and low-light detail.

Sony W170 camera - ISO sensitivity
Sensitivity on the Sony Cyber-Shot W170 is boosted to a maximum ISO 3200 for successful low-noise shots without flash indoors or in dim lighting conditions. It’s teamed with Super SteadyShot optical image stabilisation, delivering a powerful Anti-Blur solution for clearer handheld pictures in low light or at higher zoom settings.

Sony Cyber-Shot W170 - HD Output
An HD Output on the CyberShot W170 lets you enjoy your memories in super-size on your BRAVIA TV or any HD Ready display. Connecting to any PhotoTV HD compatible television or display (via optional output adaptor cable) delivers even more incredible Full HD picture quality with extraordinary detail and realism.

Sony CyberShot W170 - Simple to use camera
Despite superb image quality and advanced shooting functions, the Sony CyberShot W170 is brilliantly simple to use. First-time users will appreciate the friendly on-screen function guide and Easy Shooting mode that keeps things simple without compromising picture quality. There’s also an optical viewfinder that offers extra familiarity for compact camera users switching to digital. The new Sony Cyber-shot W170 will be available throughout Europe mid April 2008.

Sony CyberShot DSC-W170
• 10.1 effective megapixels
• Carl Zeiss 5x optical zoom lens with 28mm wide angle
• High-resolution (230k dot) 2.7-inch Clear Photo LCD
• BIONZ processor powers Smile Shutter and Face Detection
• Super Steady Shot
• HD Output
• Intelligent Scene Recognition
• Four colour options: Silver, Black, Red and Gold

Sony CyberShot DSC-W170

Other introduced Sony CyberShot digital cameras
Sony CyberShot H10
Sony CyberShot W170
Sony CyberShot W150
Sony CyberShot W130
Sony CyberShot W120
Sony CyberShot W110
Sony CyberShot T300
Sony CyberShot S780
Sony CyberShot S750

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The PMA show, or Photo Marketing Association, continues its yearly tradition of maintaining a network of photo imaging as well as the experience and know-how of the industry. The PMA represents 20,000 members from over 100 countries, who are all active within the imaging industry. As a reflection of the changes in the market, the PMA organization has also changed and has become more diverse. Nowadays, the member group consists of representatives coming from photo retail, manufacturers, commercial photo labs, professional sports and news photography, in addition to small album print suppliers and photo processing centers. The PMA 2012 Trade show focuses on an industry which is heavily affected by the unstable situation of the global financial economy. However, whether the latter will also stand in the way of the innovation and product introductions, remains to be revealed by the PMA International Convention & Trade Show in Anaheim Convention Center (California, US).